B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’
B2B Lead Generation Blog
JUNE 17, 2012
Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend. Jim Dickie, CSO Insight’s managing partner, says this should make any sales leader cringe. “It’s not a big deal to lose to a competitor; it happens to everyone,” he explains. No deal = broken sales cycle. He says the escalating number of “no decisions” is a sure sign that sales cycles are broken. CSO Insight’s latest sales performance optimization study reveals that an average of 4.1 Sales
An SEO’s Guide to Bottom-of-Funnel Keywords
OCTOBER 21, 2016
Not likely. We’ll discuss methods to research based on the funnel stage, specifically bottom-of-funnel keywords in today’s blog post. Determining the right keywords often requires a thorough understanding of your buyer’s journey through the sales cycle. Marketing Funnels and Keyword Research. Top of Funnel: Awareness. Middle of Funnel: Evaluation.
5 Exceptionally Important Tips for Sales Engineers Creating Pre-Recorded Demo Videos
DECEMBER 23, 2015
They want to avoid the sales pitch, and… you kind of have to sympathize with them. The thought of talking to each one of these sales-hungry companies on the phone is a little daunting – so they’ll avoid it at all cost. It’s time to set free the demo, and let it live within the liberating winds of the cloud. Check out these 5 steps to building a great product demo. 1. Research
How to Power Your Sales Funnel With Video Content
It's All About Revenue
SEPTEMBER 19, 2013
Video can power your sales cycle at every step of the buying process, but not all content is relevant to everyone. Top Of Funnel Video Content. They’re frustrated, but not necessarily enough to sit through a product demo or a long-winded webinar. Video is an incredibly powerful tool for engaging with your leads and driving your sales process.
An SEO?s Guide to Bottom-of-Funnel Keywords
OCTOBER 21, 2016
Not likely. Well discuss methods to research based on the funnel stage, specifically bottom-of-funnel keywords in todays blog post. Determining the right keywords often requires a thorough understanding of your buyers journey through the sales cycle. Marketing Funnels and Keyword Research. Top of Funnel: Awareness. Middle of Funnel: Evaluation.
5 Ways to Immediately Boost Account Based Marketing (ABM)
B2B Lead Generation Blog
AUGUST 16, 2016
recently did an interview on CRMRadio.today with Jim Obermayer founder of Sales Lead Management Association and Funnel Media Group. In the interview, we talk a little shop about the fundamentals of account based marketing, what’s new (and unchanged) in the world of the complex sale, and how empathy marketing is the way forward. Jim: Empathy, huh? Brian: Yeah. Brian: Yes.
Inside the Mind of the B2B Buyer – New Paths to Purchase
APRIL 14, 2011
Great insights presented by Genius and DemandGen Report , in the webinar Inside the Mind of B2B Buyers: New Paths to Purchase. There’s been lots of discussion about how the B2B buying cycle has changed, but this presentation used actual data — they surveyed B2B buyers. I’m a bit of a data junkie. Neatly moving though a sales cycle — gone. Kaput.
Choosing an Advanced, Multi-Touch B2B Marketing Attribution Model
NOVEMBER 9, 2015
We recently hosted a webinar discussing advanced B2B marketing attribution and Bizible’s newest feature, TouchPoints. In this post, we’ll dig deeper into the different attribution models discussed in the webinar and help you decide which is best for your company. The biggest drawback to U-Shaped is that it leaves out the last touch/opportunity creation (demo request).
5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey
It's All About Revenue
NOVEMBER 4, 2016
Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales. Often, these stages are discussed as top, middle, and bottom of the funnel. As marketers are increasingly tasked with speeding up the sales cycle, and sending a higher quality of leads to sales, we need to make sure our strategy avoids certain roadblocks.
How to Develop a Comprehensive B2B Marketing Strategy
Sales Prospecting Perspectives
JANUARY 16, 2014
It was written by AG Salesworks'' Senior Vice President of Marketing and Sales Richard April. It is essential to communicate with and involve your sales team in your strategy development process; the members of the sales team are your primary customer and your success hinges on theirs, making it crucial to ensure marketing and sales are on the same page.
What is a Marketing-Qualified Lead? What MQL Really Means
OCTOBER 6, 2016
Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. The term is broadly used across marketing and sales. How about a Sales Qualified Opportunity (SQO)? Great marketing and sales teams do this well. Others should be nurtured in the lead funnel.
B2B Lead Generation: Help Your Prospects Climb the Sales and Marketing Pyramid
SEPTEMBER 13, 2016
We all love the sales funnel…at least in concept. Visually, it’s the perfect model: Our leads pour into the top of the funnel. As they move through the middle of the funnel, marketing and sales both qualify the leads. It’s time to stop playing a numbers game and just pouring leads into your sales funnel. Turn the Sales Funnel into a Pyramid.
How to Unlock the Lead Generation Power of Your B2B Website
The Forward Observer
APRIL 14, 2014
If you read a lot about B2B marketing like I enjoy doing, you would think that every company is generating leads from their websites , filling their sales pipeline to the point of bursting, breaking sales records and growing fast. To get to that level of sales and marketing nirvana , a lot of things must happen before your prospects find your website. Landing Pages. Forms.
Introducing Vidyard Engage: Extend the Power of Video Across the Entire B2B Business
JUNE 15, 2016
At a time when attention spans are at their shortest, email inboxes are at their fullest, and conversion rates are at their lowest, sales and marketing organizations are looking for new ways to capture and maintain the attention of customers and prospects. See it in action with this short demo: Bringing the Power of Video to the Masses. It’s too difficult to find the right videos.
5 Steps to Build an Impressive B2B Account-Based Marketing Framework
MARCH 7, 2016
To start, ABM will never work without strong Sales and Marketing alignment. In a recent webinar with Leadspace, Jon Miller, the co-founder of Marketo and Engagio, stated that Marketing talks about people while Sales talks about accounts. ABM is about bridging that gap and aligning Marketing and Sales under the same language and goals. Coverage. Awareness. Direct Mailers.
80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing
JULY 6, 2016
Half of our marketing team consistently produces content, be it blog posts, ebooks, reports, webinars, etc. Or what webinar do they register for? We also want to see how our content provides value further down the funnel. Through lead-to-opp conversion analysis by form URL, we can see what percentage of people who downloaded a piece of content are now a sales opportunity.
Multi-Touch Attribution, A Full User Debrief
SEPTEMBER 14, 2016
It’s a sure-fire method used to prove the value of a B2B marketing strategy in the form of down-funnel metrics that matter to the business -- opportunities and revenue. Therefore, in order to divide the revenue credit for a sale properly, multi-touch attribution uses weighted modeling in order to allocate credit to the plethora of influential channels, campaigns, keywords, and touchpoints.
The 2 Things You Must Nail For Lead-Generating B2B Content
B2B Marketing Insider
AUGUST 3, 2015
Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). Now the customer has the power to get nearly all the information they want before finally speaking to a sales person. This This sea change in how customers buy is why sales and marketing is going through a dramatic, wrenching transformation.
How To Decide Whether Marketo RCA Is Right For You
SEPTEMBER 27, 2016
In this article we’ll clarify some of the details around Marketo Revenue Cycle Analytics, i.e. Marketo RCA, so you can understand whether it is perfect for your needs, or whether a specialized marketing attribution solution fits the bill. What Is Revenue Cycle Analytics (i.e. programs), analyze sales opportunities, and do simple attribution modeling. Marketo RCA)? Conclusion.
3 Ways To Use Your Data Today For Successful Marketing In 2015
NOVEMBER 18, 2014
And yet, personalized content can greatly accelerate the sales cycle. Prospects who are lower in your funnel and are clearly in market to buy based on their actions could get a time-based offer or a phone call from telesales. Keep a running list of all your marketing collateral—webinars, whitepapers, blogs, etc.—and Marketing in 2015 will be no exception.
Don’t Be Boring: What Creative B2B Marketers Can Learn from B2C
JULY 8, 2016
Everyday, we’re supporting a lengthy sales cycle, creating internal alignment, planning our content marketing , and working to understand the intricacies of often complex industries. With a short sales cycle, B2C can quickly gather invaluable learnings about consumer behavior. It’s not another random sale, they’re talking to me, providing exactly what I wanted in the first place. So talk to sales and business development teams; ask what barriers are turning MQLs and SQLs away from moving forward? ” Yeah, no. Segment.
How Attribution Solves 7 Common Marketing Problems
MARCH 31, 2016
Sales teams are tied to revenue goals, as are most departments, so the C-Suite also wants to know what marketing has done to impact the bottom line. Marketing attribution tracks all touchpoints on a customer journey and assigns revenue credit to the major conversions after the sale is made. week later, they fill out a form for a webinar. Tying Marketing Efforts to Revenue.
Good Forms, Great Leads: How to Use Web Forms Strategically
JULY 14, 2015
In a conventional marketing strategy (especially if you have a long sales cycle) this may seem like good sense, but it can fundamentally cripple your ability to identify, segment, and target that lead so you could nurture them through a faster marketing and sales cycle. This helps you engage with content and messaging appropriate to their funnel stage.
The 2 Things You Must Nail For Lead-Generating B2B Content
The Forward Observer
NOVEMBER 4, 2014
Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). Now the customer has the power to get nearly all the information they want before finally speaking to a sales person. This sea change in how customers buy is why sales and marketing is going through a dramatic, wrenching transformation.
Everything Marketers Should Know About Secondary CTAs
APRIL 4, 2013
In general, the primary CTA you choose should align with the person''s position in the sales funnel. For example, if someone is already a lead who has converted on a bunch of your top-of-the-funnel offers like educational ebooks, your primary CTA might be for a more middle-of-the-funnel offer such as a product demo. Chocolate or vanilla? Comedy or drama? Win-win!
15 Important Ways to Use Case Studies in Your Marketing
JANUARY 15, 2015
Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel. Get Inspired: It''s important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. 10) Equip your sales team with case studies. According to Content Marketing Institute , U.K.
6 Essential Nurturing Workflows For Every B2B Company
DECEMBER 30, 2015
lead nurturing workflow functions with the end goal of converting leads into marketing qualified leads (or MQLs), which in turn brings them further down the sales funnel, and one step closer to becoming a customer. The last email to the workflow would be a BOFU offer such as a free Growth-Driven Design Consultation, or something that gets them talking to sales.
Generate More B2B Sales With Lead Nurturing and the Human Touch
Modern B2B Marketing
JUNE 13, 2011
by Jon Miller Last month I participated in a webinar on Adding the Human Touch into Your Lead Nurturing with Brian Carroll, author of Lead Generation for the Complex Sale and the “godfather” of lead nurturing. Of that group, some should raise their hands every month (or whatever time period is most appropriate to your buying cycle) and say, “now I’m ready to engage with sales.”.
Driving Conversions Throughout the Customer Lifecycle
Modern B2B Marketing
JUNE 17, 2013
How many more webinars? How many more demos? Marketing automation drives prospects and customers through the revenue funnel with various sub-conversions such as ebooks, webinars, demos, conversations with sales reps, etc. And many have specific content that is served up to prospects based on where they are in the sales cycle.
The Importance of Casting a Wide Net for SDR Talent
SEPTEMBER 11, 2015
A talented Sales Development Representative can be found anywhere. The people who work at car washes make their money on upsells,” said Birkett, the vice president of sales at technology company LeanData. How to source, hire and retain the best SDRs will be the topic of a live webinar featuring Birkett and Jason Vargas , managing director of sales development at Datanyze, on Oct. 2 at 10 a.m., Also a forthcoming eBook, produced by Datanyze and LeanData, focuses on how to build a productive sales development team. Take, for instance, the car wash.
Why Some Buyers Don’t Look at Case Studies
Stories that Sell
FEBRUARY 10, 2014
In the name of collecting leads, we''re interrupting the sales process and likely ticking off prospects in the process. The Sales Process Has Changed. A VP of sales at a software company told me recently that prospects call them, ready to talk, after doing their own research. That’s the reality of the sales process today, with many of the things we buy. For major purchases in the B2B world, marketing content helps buyers in their journeys (the sales funnel) by drawing them in with valuable insight and resources. Locked. Toyota does this nicely.).
3 steps to make the most of your eMail list
grow - Practical Marketing Solutions
NOVEMBER 27, 2012
But are you using your email list effectively? It’s a fine balancing act leveraging your database to keep in front of leads and move them toward a sale, without turning them off and creating unsubscribes. Here are three steps to use your email list to better facilitate the sale: Segment, nurture, and segment some more. conference talk or webinar. Data to Gather and Follow-Up.
The Salesperson's Guide to Sending Prospects the Right Content at the Right Time
AUGUST 26, 2013
One of the best ways a salesperson can engage a prospect between conversations and move him or her through the sales process involves absolutely no talking. Your marketing team is constantly cranking out useful, relevant information packaged in different types of offers that can help you sell: ebooks, blog posts, case studies, SlideShares , webinars, infographics. you get the gist.
6 Smart Strategies for Segmenting Your Dynamic CTAs
JULY 17, 2014
In our marketing at HubSpot, for example, we might show our ecommerce audience a CTA for an ebook about how to get started with ecommerce marketing, but to our nonprofit audience, we may show a CTA to sign up for our upcoming webinar about content ideas to help boost fundraising dollars. Try thinking about the different stages in your sales cycle. Not hip to the difference?
What Sales Should REALLY Expect From Marketing Automation
JUNE 9, 2014
But what can your organization realistically expect in terms of sales? How about a 2x higher bid-to-win ratio for the top 20% of your sales reps? Gleanster Research has just published a fine new report, “What Sales Should REALLY Expect From Marketing Automation.” It’s based on results from two recent (Q1 2014 and Q4 2013) studies. 89% reported sales cycle time was tightened.
The Marketer's Ultimate Guide to Using Dynamic, Personalized CTAs
OCTOBER 17, 2012
The idea is, you should show your visitors different CTAs depending on their particular stage in the sales cycle. Whereas for a visitor you might classify as just a subscriber and not yet a lead, a CTA for a more educational, top-of-the-funnel offer such as an ebook that provides knowledge on an industry topic would probably be a better fit. Sales Qualified Lead. Voila!
3 Best Practices for Creating a Lead-Scoring Matrix
APRIL 25, 2014
They’re funny-looking acronyms that are fun to say and music to the ears of sales and marketing teams who focus on moving leads through the funnel – top, middle, bottom – and clinching the sale. The resulting score is used to determine which leads [sales and marketing teams] will engage, in order of priority.”. Enter the matrix. The lead-scoring matrix, that is.). Great!
How to Create Marketing Offers That Don't Fall Flat
FEBRUARY 7, 2012
They are also a critical tool for nurturing existing leads into a position that makes them more sales-ready. And if site visitors are looking at this type of content, they're likely already in your sales funnel and much closer to making a purchasing decision. Webinars (Live & Archived). Product Demos. Align offers with prospects' point in the sales process.
Marketers are from Mars, Sales reps are from…
Sales Intelligence View
OCTOBER 8, 2012
have been involved with corporate marketers and sales reps for more than 25 years. I don’t have to tell you that marketers and sales reps see the world from different perspectives. I’ve been in organizations where marketers believe that they are doing all the hard work—finding and passing good leads over to sales reps—only to have the sales reps not follow up on them.
87 New (Really) Marketing Automation Stats
JANUARY 5, 2015
Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. Sales & Marketing Alignment. Webinars (63%). SALES & MARKETING ALIGNMENT.